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INTRODUCTION. SONY.

3D TV AN UNFULFILLED PROMISE. PREQUARTER ASSIGNMENT.

A 3D TV creates a three-dimensional theater experience using overlapping images and signals, which special 3D glasses help decode into a single image. Depending on the model, some 3D TVs support 3D content only or convert 2D video to 3D. The obvious value proposition of 3D TV lies in the immersive environment it creates by enabling a three-dimensional effect , so that viewers perceive that an image has depth as well as height and width, like objects in the real world ..

Happy young family watching TV while sitting on sofa against white background Stock Photo - Alamy.

. ESPN stopped broadcasting 3D programs in USA. In the UK, Sky moved its content to on-demand, and the BBC ended airing 3D shows due to "lack of public appetite"..

IF YOU CANNOT USE AND ENJOY A PRODUCT IMMEDIATELY, IT WILL NOT WIN. 1.

POOR 2D-TO-3D CONVERSION Realizing that some consumers might not want to purchase all the other gear needed for a true 3D viewing experience, TV makers decided to include the capability of 3D TVs to perform the real-time 2D-to-3D conversion. Although this allowed consumers to watch existing 2D content in 3D right out of the box, the simulated 3D viewing experience was considerably inferior to viewing actual 3D..

PROBLEMS AT THE RETAIL SALES LEVEL After initial sales hype and demonstrations settled down, only a handful of retailers trained their salespeople to provide well-informed presentations to consumers interested in buying a 3D TV . Most consumers didn't get a chance to know how 3D TV worked, how to optimize it for the best viewing experience, and what else they needed to watch 3D movies at home. The poor retail experience resulted in disastrous sales of 3D TVs..

WE MUST FOCUS BEYOND PRODUCT AND UNDERSTAND THE ECOSYSTEM.

INCOMPATIBLE AND EXPENSIVE GLASSES Viewers had to wear special glasses to view the 3D effect. Some TV makers made consumers wear glasses with an active shutter system that used shutters that alternately opened and closed, synchronized with alternately displayed left and right eye images on the TV to create the 3D effect. For most consumers, active shutter glasses were expensive too, sometimes as high as $100 a pair! Few other TV makers needed consumers to wear passive polarized glasses in which the TV displayed both the left and right images simultaneously. The required glasses used polarization to provide the 3D effect. A 3D TV that required active glasses didn't work with passive glasses or vice versa. And consumers couldn’t use the same type of glasses with different brands: glasses for Panasonic 3D TVs didn't work with Sony TV as the sync requirements differed..

How to Stream live volumetric video into VR ?. Creating 3D Assets from Volumetric Video – Bit Space Development Ltd..

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